Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
This study’s main objective is to explore the antecedents of consumer switching behaviour in the mobile industry’s context. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction, consumer brand identific...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sage
2017
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf http://eprints.sunway.edu.my/483/ |
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